Seriously Strong Cheddar has announced a new addition to its range by offering the first opportunity for consumers to buy a Seriously Strong Cheese Sauce.
Following on from the brand’s repositioning around ‘intense taste’ the Seriously Strong brand now has a positioning in the competitive cheddar market.
It continues to retain its position within the vintage, farmhouse and extra mature cheddar market recently upgrading its cheddar packs to easy-open packaging.
This ‘intense taste’ platform has been introduced into other cheese segments through the launch of Seriously Strong Spreadable and Sauce represents the third vector for brand development building on consumer insights.
Offering a versatile product for consumers, the new cheese sauce has a thicker texture and higher cheese content than competitors, 44% vs. an average of 14%, and won’t just be for pasta but have a pour-over and gratin-style usage too.
The new Seriously Strong Sauce will allow the brand access to the 60m homemade and 82m shop-bought occasions.
The launch will be supported with a £1.5m communications package in Year One including TV support. Recipe ideas and additional content will be available online.
A spokesperson for the brand said:
“Our in-depth research showed unmet consumer needs for a cheese sauce with a rich full cheddar cheese flavour.
“We are excited to announce that Seriously Strong will deliver a chilled cheese sauce with a full flavour loved by consumers.
“In recent research, over 75% of consumers agreed it tastes like a homemade cheese sauce, is high quality and easy to use.
“This launch follows on from the success of Spreadable which has been a major growth vector for the brand, creating a new adults processed cheese segment and growing the spreadable category.
“Our new sauce aims to maintain our track record in delivering added value innovation.”
The sauce is launching with an MRRP of £2.49.
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